Christmas 2020: Spotlight on food and drink

Ollie Lloyd
Head of Client, category lead, Food and Drink
Christmas food and drink

Christmas is the time to celebrate, and while this year is likely to look a little different, the essence of the holiday season will remain. A time for togetherness, celebration and fabulous festive food!?

That said, with a recession and changing Government guidelines on the number of people that are allowed to gather socially - the potential for disruption is certainly affecting Christmas planning. ? ??

To understand how our audiences expect to celebrate Christmas this year, we drew on Hearst’s online audience panel of 60,000+, instant insight polls and editorial expertise. We discovered that festivities are likely to be reimagined this year, with different perspectives and a renewed appreciation for what matters most. Family gatherings are likely to be smaller than usual and with younger generations having honed their culinary skills during lockdown, we may find there is a new wave of Christmas day family cooks.?

We’ve seen new cooking habits form over the course of this year, and it’s clear that consumers are keen to keep up these habits and try to focus on health if possible. Our recent research found that half of our audience have been trying out a greater number of new recipes than ever before and a whopping 85% agree that they plan to carry on cooking as they have over the last few months. Similarly, shopping habits have changed with a focus on online deliveries and a move to supporting brands and local stores that align with consumer values.???

Our editors are predicting that there will be more focus on meaningful gifts and creating moments at home with loved ones. This will include a mix of home-made presents, where more time and care has been put into the crafting and/or cooking.?

As the leading producer of food and drink printed content with digital reach and growth rates of +239% YoY and 11 million views per month online to Hearst food content, we offer food and drink environments at scale. We have a wide range of titles that inspire millions of Brits to love the food they choose to eat. Our segmented food proposition means that we reach those that regularly cook from scratch 'creative cooks' via Good Housekeeping and Country Living; 'nutritious nibblers' via our health titles, Women's Health and Men's Health, 'food flirts' via Delish, Cosmopolitan, Red and Digital Spy and finally our 'luxury indulgers via Esquire, ELLE and Harper's Bazaar.

Christmas may be disrupted this year but our audiences remain financially resilient and remarkably positive despite the current climate. This means we offer a valuable audience that marketers shouldn't ignore.?Download our infographic to discover how you can work with us to build your marketing campaigns for the festive season.?

CHRISTMAS FOOD & DRINK INFOGRAPHIC

Download our infographic to discover how you can work with us to build your marketing campaigns for the festive season.

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Ollie Lloyd

Head of Client, category lead, Food and Drink